In-store desktop + tablet app

Dixons Carphone

Overview

Enriching the capabilities of a digital tool for one of the largest electrical and telecommunications retailer in Europe.

Responsibilities

Research, facilitate workshops, sketch,
wireframe, prototype and concept design.

Year β€’ Location

2017 – 2018 β€’ London, UK

πŸ‘‹ About

Dixons Carphone has a massive chain of consumer goods stores all across the UK. One of their core strengths is the full-circle of the services they provide. They close the loop by consulting and selling broadband & TV packages(or “deals”) in-stores.

πŸ€” The Problem

Dixons has more than 40k employees, a big part of which are working as sales consultants in the physical stores. They use a hybrid app to pitch deals to customers and sign them up on the spot. Dixons approached us with a request to rethink how this tool works.

πŸ¦Έβ€β™‚οΈπŸ¦Έβ€β™€οΈ The Team

Working together with designers, developers, and PMs from Simplify digital as our partner.

Process

Our plan for success was divided into three stages:

Research

Interpret

Solve

Research

Understand the product, clarify initial assumptions, uncover user pain-points and insights.

πŸŽ™ Stakeholders Interviews

We started the process by aligning our mutual goals for the future vision of the product with the stakeholders. We conducted five interviews with all the primary stakeholders, which gave us the main goal for the project from their perspective (slider for reference).

πŸ“š Desk Research

We continued our learnings by doing desk research and product audit, which confirmed our thesis that the customers identified the interaction with salespeople as slow, non-personalized and opaque.

πŸŽ™ Stakeholders Interviews

We started the process by aligning our mutual goals for the future vision of the product with the stakeholders. We conducted five interviews with all the primary stakeholders, which gave us the main goal for the project from their perspective (slider for reference).

πŸ“š Desk Research

We continued our learnings by doing desk research and product audit, which confirmed our thesis that the customers identified the interaction with salespeople as slow, non-personalized and opaque.

πŸ‘₯ Qualitative User Research

User interviews & Field studies helped us learn that colleagues were not sure what their commissions are, which resulted in a lack of motivation to sell higher-priced packages. Another issue was that salespeople were transitioning from a tablet to desktop to close the deal because it’s easier to fill the form.
Mystery Shopping. Going around the stores we introduced ourselves as in a need if a mobile service. Unfortunately, we noticed that a lot of the colleagues had a lack of understanding of the app.

πŸ“„ Quantitative User Research

Surveys & Google Analytics data helped us get great insights like price and speed being the most important factors in a deal search. We also learned that people who had already made a switch from one provider to another are more prone to doing it again.

πŸ‘₯ Qualitative User Research

User interviews & Field studies helped us learn that colleagues were not sure what their commissions are, which resulted in a lack of motivation to sell higher-priced packages. Another issue was that salespeople were transitioning from a tablet to desktop to close the deal because it’s easier to fill the form.
Mystery Shopping. Going around the stores we introduced ourselves as in a need if a mobile service. Unfortunately, we noticed that a lot of the colleagues had a lack of understanding of the app.

πŸ“„ Quantitative User Research

Surveys & Google Analytics data helped us get great insights like price and speed being the most important factors in a deal search. We also learned that people who had already made a switch from one provider to another are more prone to doing it again.

Interpret

Condense the research with empathy for the user, understand the problem and talk about potential solutions.

πŸ– Design Thinking Workshop

Getting all the stakeholders in the same room for a 3-day workshop was a great way to empathize with the users and interpret our research findings.

During the sessions, we created Personas, Empathy Maps, User Journeys, Problem Statements and brainstormed on ideas for the solution.

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πŸ‘€Personas

Forging an alignment on user behaviors, needs, and goals in a concise way, based on research data.

Group 38
Group 38
Group 37
Group 37
Group 37 Copy
Group 37 Copy
Group 38
Group 37
Group 37 Copy

πŸ“Œ Problem Statements

Reframing pain-points of the different users into statements. Ideating on solutions.

I. Educate and Support

Hand-holding the non-qualified colleagues through their journey with the customer.

II. Stimulate Efficiency

Reward and encourage high-achievers, resulting in maximum commission. Make it hassle-free to up-sell, cross-sell without losing time to navigate.

III. Recommendation Transparency

Making the process and results transparent for customers by clearly stating all the different pros and cons between deals.

Solve

Visualize the solutions in a way that they can be validated as well as refined early and often.

πŸ—Ί Information Architecture & Flows

Creating a mix of a sitemap and flows for the app, outlining key features.

✏ Wireframe & Prototype

Wireframing and evaluating the solutions. High-fidelity prototyping for micro-interactions.

I. Educate & Support

Deal Hints

After the customer adds his information a list of results is populated. We came up with a way to clarify why these are the best deals for him, which in return educates both the sales and the customer.

I. Educate & Support

Deal Hints

After the customer adds his information a list of results is populated. We came up with a way to clarify why these are the best deals for him, which in return educates both the sales and the customer.

II. Stimulate Efficiency

Quick Cross-sell

The in-line cross-sell pop-up activates as soon as you add a deal, which gives the colleagues an option to build a better commission on the spot.

II. Stimulate Efficiency

Quick Cross-sell

The in-line cross-sell pop-up activates as soon as you add a deal, which gives the colleagues an option to build a better commission on the spot.

III. Recommendation Transparency

Simple Compare

It gives the customer a transparent overview of the deals and how they compare with each other. It’s easy to initiate and navigate directly from the results view.

III. Recommendation Transparency

Simple Compare

It gives the customer a transparent overview of the deals and how they compare with each other. It’s easy to initiate and navigate directly from the results view.

πŸ–Ό Visual Design + Features

My involvement in this project was focused on the discovery, but I also did a design concept to help set the future visual style.

✌️ Conclusion

Research was key for this project’s success and by applying different methods we managed to get a wide range of customer perspectives, which resulted in personalized features. Although the project was a success, we faced big challenges when trying to stripping down unnecessary information while focusing on high-potential solutions without sacrificing user needs.

πŸŽ– Testimonial

β€œMiro was always exceptional when giving advice, communicating and a great overall designer. He always presented well composed and thought solutions to the problem at hand. He is an amazing designer capable of leading the design on a project from beginning to end.”

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Pedro Ventura de Oliveira
Senior UX Designer @ Simplify Digital

References

Dixons Carphone website β€’  Article on app launch

Crafted with ❣️ in Austin, TX.